Cardiff Airport

Training Case Study

Cardiff Airport is the national airport of Wales, located in the Vale of Glamorgan, and is owned by the Welsh Government but operates as a commercial business. It serves as a gateway to Wales, offering both passenger and cargo services through major airlines such as TUI, Ryanair and KLM.

The Brief

Cardiff Airport approached us with a need to better understand how users were interacting with their website and how they were performing in Google search. Their marketing team had varying levels of knowledge with regards to Google Analytics and Google Search Console, so a key objective was to upskill the team to level up their knowledge and give them confidence on how to accurately analyse their website’s performance data. In doing so they could then leverage their website’s data to make informed decisions that would improve their marketing performance and ultimately help them to increase revenue for the airport.

The Solution

Oaks Digital delivered an in-person training session to the Cardiff Airport marketing team that combined analytics and search performance. In doing so, we supported the team with:

– Understanding key user behaviours such as most read pages, traffic sources, engagement times, typical user journeys, and key conversion paths
– Tidying up of events tracked and user access
– Highlighting key metrics for ongoing performance monitoring
– In-depth Google Search Console analysis to uncover keyword opportunities and indexing issues
– Identification of high-impression, low-click queries to improve click-through rates
– Ongoing content recommendations for SEO

Excellent GA4 training course delivered by Oaks Digital for the Marketing & Comms team at Cardiff Airport. We learnt loads and came away with lots of useful, actionable insights. The trainers were incredibly knowledgeable and very generous with their advice throughout. Highly recommended.

Sian James
Cardiff Airport

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